组织市场上顾客知识体系的构成与测量——基于中国企业的实证研究

The Key Dimensions of Business Customer Knowledge and Measurements:An Empirical Study in China

顾客知识是企业一种不可或缺的战略资源,正日渐受到理论界和实业界的广泛关注。现有研究中对顾客知识的探讨大都笼统和宽泛,缺乏有关顾客知识内涵、构成及关键维度的深入研究。本文试图从企业资源理论的视角对顾客知识进行深入探讨,在文献回顾与梳理的基础上,根据访谈结果提炼出组织市场上顾客知识的构成与测量模型,并以中国企业的数据进行了实证分析,开发出具有较好信度与效度的量表,从而为后续的实证研究奠定了基础,并为管理实践提供了更有效的指导。

Customer knowledge is one of the essential strategic resources. Both researchers and managers pay more and more attention to the effective management of customer knowledge. However,previous researches on customer knowledge are always vague and too general to. provide clear managerial insights. Based on intensive literature review,this paper presents a three-dimension conceptual framework of customer knowledge,which is composed of technique-level knowledge,systematic-level knowledge and strategic-level knowledge. Then a scale is developed for an empirical examination. This scale is found to be of high reliability and validity.